Effective Advertising

If you're wondering what an effective advertising agency account executive does all day in a successful agency management system -- you've come to the right place. At AMI, we've trained hundreds of account execs, helping them understand their role with their clients and within the agency. To be able to perform the myriad of account executive tasks, a person must have proven or quickly demonstrable analytical, organizing, leadership, interpersonal, and oral and written communications skills, plus a solid understanding of marketing and advertising. Oh yeah...and your account executives need to understand how businesses work and make money. This is certainly no job for the average beginner, or for some lightweight, glib glad-hander who thinks that he or she can con his/her way through your world on a smile, a shoeshine, a few buzzwords, and a dazzling first impression. A good account executive is hard to find but a huge benefit to your clients and your agency. Here's a quick overview of what I think an Account Executive should do all day in an agency management system: Big picture for their clients Understand their clients' business goals and help them get there Prepare an annual marketing plan for each client, and individual campaign plans as needed throughout the year (with SMART goals) Manage and strengthen (not merely maintain) client relationships Propose, sell to the client, and oversee market, media, and other research studies as required Continuously offer unsolicited ideas to increase the effectiveness of the client’s company and marketing activities Big picture for the agency Understand how the agency makes money and contribute to the agency's profitability through good management Be an advocate for the agency whenever they're out in public Identify and cultivate for new business [...]